This presentation looks into the different types of QR codes, some successful and failed campaigns that used them and tries to find best pracrtices when using them for Marketing, as well as their future possibilities.

2. • 2 Dimensional Bar Codes.
• Invented in 1994 by Denso Wave.
• Hyperlinks in the form of an image.

3. • No costs attached
• Takes consumer experience from the physical to the virtual
world.
Advertise
ment
Intere
st
QR
Code
Action

4. • Trackable and measurable.
• Gathers Demographics.
• The ideal mode of consumer communication
• Less intrusive
• More engaging
• Cut costs on Air Time.

5. • 2 prerequisites for a successful use –
• Internet connection
• QR code scanning app.
• Not available in India (especially on mobiles), to a vast
population.
• Another major problem is the incentive given to the user for
scanning a code.
• Factors affecting Usage –
• High or low technology self‐efficacy
• Perceived ease of use and complexity

6. •The rich have greater access to internet on their smart
phones, and they keep up with the latest technology.
• The size of this niche population in India is still very
small and geographically concentrated.
•Inefficient practices in terms of how QR codes are
actually used.
• Companies launch QR codes which lead to
desktop sites, thus giving the consumer an option
to scan a QR code which leads them to a website
that is not optimized for the device they use to
scan (Smart Phone).

7. •Lack of standard scanning apparatus may cause problems in
the highly conservative Indian market.
• There may be some apps that offer a good scanning
experience while others may be less than satisfactory,
thus affecting consumer perceptions.
•Moreover, barring a few brands of smart phones, no other
ones come with standard scanning apps pre-loaded, hence
causing the need for an effort on the part of the consumer
which definitely acts as a spoiler.

8. American cereal producer, Post’s Food, created a web based
sitcom for their product Honey Bunches of Oats where QR
codes were the primary distribution vehicle.
Research had indicated that a third of their target audience
would be interested in accessing the QR codes and these
codes were therefore printed on 12 million boxes (Zmuda 8).

9. However, when the sitcom episodes of Honey and Joy were
released at the end of April 2011, they only attracted at most
358 views, with the most recent episode only being viewed 35
times.
It is arguable that this might have been attributable to the
content, as a sitcom based in a cereal factory might not be
appealing to the consumers of their product.
It does clearly display, however, that using QR codes does not
guarantee a successful campaign, and that the content
included is still the motivation for access, not the technology
used.

10. Japan is the most tech-savvy country in the world.
It is the place where QR codes originated and have been
successful.
They must create something of value for the consumers, or at
least the consumers perceive a value.
The use of QR codes has been quite innovative; they have
been used in various products for a variety of reasons.
For instance - The way to become a member of a beauty shop is to
scan a QR code.

11. With regard to the types of incentives, many people feel that QR
code is a convenient way to access the information at anyplace at
any time.
Apparently, the ubiquitous nature of QR codes is a benefit.
Hence, quality is another factor in the appeal of QR codes.
Many services ranging from fast food restaurants to newspapers
also use QR codes for site registration.
Consumers tended to seek –
Free trials
Product samples
Bonus membership points
Something which would bring an increase in the perceived value
of products or services.

12. •Coffee offering a give-away, which when opened revealed a
QR code inside, which turned out to be a mobile game in
which you can gain points and apply for a specific gift with the
points.
•A QR code in front of a restaurant — may even give a
discount.
•Asahi.com, a Japanese newspaper, offers a QR discount code
for museums entry fee.
•Cosmetic brand Orbis having a QR code which offered 300
yen discount to encourage sales via mobile.

13. •There is a booklet that lists a bunch of QR codes in
Family Mart (Japan’s third largest convenience store
chain).
Using their online shops may mean saving money.
•QR-code are used to capture patients’ identification
and prescription information from the hospitals to
transfer all data to the pharmacy computer system.
This is an inexpensive way to digitalize the
prescription contents.

14. •QR codes are used to see approaching buses, their location,
and estimated arrival time at the stop.
•Some imported wines and beers which usually are not well
known in Japan have a QR code printed on the label.
Accessing it gives information about the region and grape
producers, brewers etc.
Unless one can access that kind of information, one never
knows what kind of liquor is being consumed.
•Nestlé’s chocolate has a QR code which explains the calorific
consumption.

15. •Having Warranty details, Instruction Manuals, and other
crucial information on the consumer durables through a QR
Code will be highly useful for both- the retailer and the
consumer.
•With counterfeit drugs so rampant it could also be used to
act as a replacement for a hologram to verify that the
medicine is genuine.
•Medicines do not have enough space to provide important
information like – Drug Interactions, Possible Side Effects etc
but a QR code could greatly help with that.
•Used widely on Business Cards to let prospective employer
or client view CV, Testimonials, Social Media Handles, etc.

16. The LEGO Campaign
The biggest example of QR code success in Europe can
be seen with a LEGO campaign by a German toy store
MyToys.de.
3D codes were created out of LEGO. These codes were made to
look like pictures, encouraging customers to take a photograph
of them with their mobile phone, which would then provide a
link to the online shop where they could purchase some LEGO
bricks.

17. During this 2009 campaign, 49% of visitors to the site
came from the QR codes, with the sales of boxes of LEGO
doubling.
A marketing technique which doubles sales for a period
of time is surely packing a punch, albeit with correct
implementation.
Requisite technology is widespread in the affluent
continent of Europe, and such a campaign would
probably not have many participants in India

18. Daimler AG
QR codes are also being fitted in Mercedes-Benz
automobiles and Smart cars.
Used by the for delivering essential information to
emergency services after a road accident.
The Louisiana State Museum in New Orleans
Used a QR code on its front door to tell visitors about its
new exhibits.
The code links to the museum's Facebook page, where
visitors are encouraged to post their own stories.

19. • Still Scope, Despite Predicted Downfall.
• Huge potential for B2B communication.
• Contactless Payments
• Integration with Other Gear.
• Potential with Google Glass.
• Onverts
• Giving Way to Augmented Reality

20. India cannot match Japan in terms of technology, but it is
possible that the marketers adopt similar techniques in large
metros to start the life of QR codes in India.
The Japanese have shown remarkable innovation in their
marketing strategy by using QR codes in such a variety of
businesses.
There is no dearth of talent in our country, and given the
technology, such innovations can come from India.

21. Urban centres like - Delhi, Mumbai, Kolkata, Chennai,
and several other major cities boast of a populace
which is technologically advanced than the rest of the
country.
This Smartphone wielding population is the target
audience for marketers looking for a niche position in
market of large malls.
As the technology to use QR codes becomes more
prevalent in other areas, QR codes will play a major
role in advertising provided they give value as in the
case of Japan.

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